Rascally Liquor Alcohol packaging by Springetts Brand Design Consultants

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DESIGN DETAILS
DESIGN NAME:
Rascally Liquor

PRIMARY FUNCTION:
Alcohol packaging

INSPIRATION:
Our chosen name - Rascally Liquor - reflects the nature of the product and alludes to a comment by the poet, Robert Burns, who has links to Annandale. His character, Tam o' Shanter, inspires the pack imagery. The design uses the bridge he has to cross to create the branding and the double L forms the keystone. Tam and his horse give a distinctive icon to the brand that can be adapted to the different variants.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
We were asked to create a brand and look for two variants of a new make spirit (NMS) from Annandale Distillery called Rascally Liquor. The NMS product is immature and unsophisticated. Its character is outgoing and a bit of a rogue, so the idea of "releasing the rascal within" was developed. The consumer lets out the rascal from the bottle and from within themselves when they taste the product.

OPERATION / FLOW / INTERACTION:
Our task was to create a desirable, distinctive and determined brand - not just an inferior rough precursor to single malt Scotch whisky. We had to make people want to drink the product.

PROJECT DURATION AND LOCATION:
Launched 2014, United Kingdom

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Stock glass bottles

SPECIFICATIONS / TECHNICAL PROPERTIES:
20cl 5cl

TAGS:
Packaging, design, alcohol, glass, bottle, NMS, new make spirit

RESEARCH ABSTRACT:
-

CHALLENGE:
NMS - new make spirit - is the young spirit, which, after maturation, becomes Scotch whisky, so our task was to create a desirable, distinctive and determined brand - not just an inferior, rough precursor to Scotch whisky.

ADDED DATE:
2015-09-29 15:24:03

TEAM MEMBERS (3) :
Design Director: Sue Bicknell, Designer: Sam Stringer and Illustrator: Peter O'Connor

IMAGE CREDITS:
Springetts Brand Design Consultants, 2015.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Annandale Distillery

PROFILE:
Annandale Distillery originally opened in 1836 but closed in 1919 and fell into disrepair. It has been restored and relaunched. The distillery is unique in that it can switch between the production of peated (smoky) and non-peated malt whisky. Whisky production started in November 2014. The spirit produced must mature for a minimum of three years before it can be legally described as ‘Scotch Whisky’. Prior to that it is usually referred to as ‘New Make Spirit’ (NMS). There will be two expressions of Annandale Single Malt Scotch Whisky (SMSW) - peated/smoky and un-peated/non-smoky. They will be branded and marketed on the basis of flavour character, which in turn will be based on the characters of Robert Bruce (Man O’ Sword) and Robert Burns (Man O’ Words) respectively – both renowned Scotsmen who have strong links with Annandale. Consequently, there will be two corresponding expressions of NMS.

NOMINATION DETAILS

Rascally Liquor Alcohol Packaging by Springetts Brand Design Consultants is a Nominee in Packaging Design Category.

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AWARD DETAILS

Rascally Liquor Alcohol Packaging by Springetts Brand Design Consultants is Winner in Packaging Design Category, 2015 - 2016.



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